We rebuilt this camp's ads, website, and registration flow — then re-architected the whole ad account. On a near-identical budget year over year, click-through more than doubled and cost per click was cut in half.
A bilingual Canadian children's day-camp brand
Jan 1 – Jul 3, 2025 vs Jan 1 – Jul 3, 2026 · identical window, near-identical budget
The clean comparison
2×
click-through rate — on flat budget & flat CPM
When impression costs hold steady but click-through doubles, the lever is the creative and the website — not cheaper ad space.
2×
Click-through rate (1.26% → 2.62%)
−50%
Cost per click (CA$1.00 → CA$0.50)
×4.4
Higher-intent leads year over year
+103%
Ad clicks on the same spend
The situation
This bilingual day-camp brand ran the same summer playbook every year: two broad ad campaigns, no split by location or program, and a dated website that leaked interested families before they ever registered. Demand was there — the follow-through wasn't.
What we installed
Fresh ad creative and offers, replacing the tired static ads that families had scrolled past for two summers.
A rebuilt, conversion-optimized website and dedicated landing pages per program, so ad clicks turned into registrations instead of bounces.
We audited and fixed the online registration flow end to end, closing the gaps where families were dropping off before they enrolled.
Two generic campaigns became a segmented engine: per-location and per-program lead campaigns, dedicated website-lead campaigns, and remarketing.
The results
| Metric | 2025 | 2026 | Change |
|---|---|---|---|
| Ad spend (CAD) | CA$29,666 | CA$30,338 | +2.3% |
| Impressions | 2,361,557 | 2,312,388 | −2.1% |
| Cost per 1,000 views | CA$12.56 | CA$13.12 | +4.5% |
| Clicks | 29,743 | 60,494 | +103% |
| Click-through rate | 1.26% | 2.62% | +108% |
| Cost per click | CA$1.00 | CA$0.50 | −50% |
| Higher-intent leads | 745 | 3,283 | +341% |
| Cost per lead (like-for-like) | CA$7.15 | CA$5.42 | −24% |
Clicks doubled (+103%) on just +2.3% more spend. Click-through rate jumped +108% while the cost of ad space held flat — so the gains came from better creative and a better website, not cheaper inventory.
Higher-intent leads grew ×4.4 year over year (+341%) — and at a 24% lower cost per lead. More qualified families, each one cheaper to reach.
Two broad campaigns became a segmented lead engine — per location, per program, plus dedicated website-lead and remarketing campaigns. The paid-media version of the new website.
The takeaway
“Same market, same budget — but a rebuilt engine turned twice the traffic into 4× the qualified families, each one cheaper to reach.”
We install the same done-for-you enrollment system for daycares, schools, and camps — ads, AI booking, and CRM. Book a free 20-minute call and we'll map out how many families your market can produce.
Limited onboarding spots each month · $25k/month+ programs only
How we measured: All figures in CAD, Meta-attributed, from the live ad account over identical Jan 1 – Jul 3 windows in 2025 vs 2026 on a near-identical budget. “Higher-intent leads” exclude one low-friction instant-form campaign; gross leads were far higher (8,048) but we report the qualified figure. Many registrations close in the camp's registration software, outside the ad platform's tracking, so these numbers understate true enrollment. Results vary by market and effort.
